Improving the End-to-End Process of Planning Promotions for a Chain Trading Company

The share of promo sales is steadily increasing every year, which is explained by a decrease in the real disposable income of the population and its purchasing power. The number of organizations in the Russian network trading market is declining, and the market is gradually consolidating. The competition between the main players for the attention of consumers is intensifying. The ongoing changes in the Russian market, combined with changes in consumer behavior when choosing goods to buy, make the process of managing promotional activities in companies one of the main tasks, the solution of which must be paid special attention and company resources. Effective promotion is becoming one of the competitive advantages of companies in the struggle for market share. In this work, we develop a promotional activities management procedure for network trading companies, which involves close interaction with suppliers in planning and implementing promotions. Using the developed procedure as an example, the Metro Cash & Carry company substantiates the effectiveness of the proposed solutions to improve the company's promotion management procedure.